Media Release

INSEE Power-S Multipurpose Cement has been designed by INSEE Vietnam with a prominent red packaging to help customers easily recognize the brand. However, there are currently some cement products on the market with red packaging designed similarly or almost identically to INSEE Power-S Multipurpose Cement. This can cause confusion for homeowners and contractors who want to choose INSEE cement to ensure the quality of their construction projects. To help customers avoid confusion when identifying genuine red packaging of INSEE Power-S Multipurpose Cement, INSEE Vietnam would like to state the following:

1. The "Holcim Cement" brand in Vietnam was converted to "INSEE Cement" in 2017. Any cement products in Vietnam with similar names or pronunciations causing confusion with "Holcim" are not INSEE Vietnam cement products..
2. Currently, INSEE Vietnam only distributes one type of red packaging for INSEE Power-S Multipurpose Cement, as shown in the image below, which includes the identifying marks registered or certified by competent authorities as follows:

• The "INSEE" and "Power-S" trademarks, "INSEE" and "Power-S" logos, and the packaging design for INSEE Power-S Multipurpose Cement are registered for protection at the Intellectual Property Office.
• Certification of sulfate resistance MS after 6 months by the Center for Standard Measurement and Quality 3 (QUATEST 3)
• Certification of low Cl- permeability at M300, R28 by the Institute of Building Materials (VIBM)
• Green label certification by the Singapore Green Building Council (SGBC)

Figure 1: Image of the red bag of INSEE Power-S Multipurpose Cement currently in circulation

Any act of copying trademarks, providing false information, or causing confusion for customers regarding goods is a violation of the law. Therefore, INSEE will coordinate with relevant authorities and take appropriate legal actions to protect the legitimate rights of INSEE as well as the customers who have trusted and loved INSEE Cement for nearly 30 years.

In addition to rigorous legal actions to protect consumers, INSEE is currently implementing the INSEE Red Cover campaign at hundreds of stores in key areas. In these stores, INSEE staff emphasize key messages, such as "Holcim has fully transitioned to the INSEE brand since 2017" and "INSEE Vietnam only circulates one type of red bag for the INSEE Power-S product." Besides sharing these messages with store owners, INSEE also aims to spread them to homeowners and contractors through communication materials like wall posters, flyers, table posters, truck and tricycle decals.

Figures 2 & 3: INSEE staff and the INSEE Red Cover campaign directly communicating at building material stores

In July, INSEE, in cooperation with official distributors in Tien Giang, Ben Tre, and Vinh Long provinces, covered over 380 stores, discovering many instances of homeowner and contractor confusion affecting construction quality and contractor reputation. INSEE will coordinate with relevant authorities to maximally protect consumer interests

Figure 4: Distributors partnering with INSEE to combat counterfeit products in Ben Tre, Tien Giang, and Vinh Long provinces

In the near future, INSEE will strongly implement the INSEE Red Cover campaign in Bac Lieu, Soc Trang, Ca Mau, Dong Thap, and An Giang provinces to help consumers distinguish and choose genuine INSEE products, avoiding long-term impacts on construction quality and contractor reputation. Additionally, to help customers distinguish and avoid confusion between INSEE Power-S Multipurpose Cement and other types of cement, please support by advising on the correct identification of INSEE Cement to homeowners and contractors and promptly notify INSEE Vietnam when detecting any misleading or false information through INSEE Trade, official communication channels of INSEE, or the hotline 18001718.

INSEE Vietnam sincerely thanks you for your valuable support.

VIEW AND DOWNLOAD THE OFFICIAL ANNOUNCEMENT FROM INSEE VIETNAM HERE